AI Speed of Conversation.pdf - How Generative AI is accelerating content to commerce.

How Generative AI is accelerating content to commerce.

1. Content at the Speed of Conversation
How Generative AI is accelerating content to
commerce opportunities
Alan Schulman
Managing Partner, Chief Experience Officer

2. A little about me…
5
Alan Schulman
Chief Creative Officer, Content Marketer
Adv Agency
Copywriter &
Creative Director
10+
YEARS
15
YEARS
Brand Marketing & Advertising Digital User Experience
& eCommerce
Performance Marketing
10
YEARS
Content Strategy, Content
Marketing & ContentOps
Automation Technology
5YEARS

3. “ Generative AI is enabling more expansive capabilities
than we have ever known…allowing us to create new worlds
and realities that reflect our wildest imaginations.”

- Ray Kurzweil, Inventor and Futurist

4. The Art of the Possible…

5. 5
https://www.youtube.com/watch?v=LFmpVy6eGXs

6. Results: Heinz
How AI Spells Ketchup
One of the first Brands to use Generative AI for marketing –
The campaign generated a 10% uplift in sales and a
near 1500% uplift in social conversations relating to the
brand.
Implications for Creators:
Leverage AI Tools to assess and evolve your brand identity
in the context of pop culture and the currency that comes
with it.
As with any UGC, be sure you build in adequate filtering in
the process prior to publishing so your brand cannot be
denigrated.
Implications for Marketers:
Tools such as image generators can offer marketers a more
immediate read on how their brands appear in category at a
moment in time, as well as whether they reflect the values
and ethos of the brand, the company and the people who
service and deliver the brand.
6

7. Tectonic shifts in Search Behavior:
This is no longer a Travel Portal vs Google Search vs SEO battle
Real-time & Relevant - rising prominence of personal recommendations via IGS & now Tik Tok

8. Travel & Hospitality– AI is further fragmenting the Booking Experience
Real-time & Relevant – weekly increase in branded AI-driven itineraries & experiences that are
personalizing by daypart, interests, crowd size & “Vibe”.
(Hint: It’s not enough to just be SEO optimized.)
topai.tools/Travelopenai.com/chatgpt-plugins

9. Travel & Hospitality– AI-driven itineraries & experiences that are
personalizing by preference points like daypart, interests, crowd size & “Vibe”!

10. Travel & Hospitality– AI-driven itineraries & experiences that are
personalizing by preference points like daypart, interests, crowd size & “Vibe”!

11. ©2023, UpperRight - A framework for Generative AI application to every phase of the
creative and content development process from end to end.
11
Deeper
Standardize
Jumpstart
ExpandAutomate
Accelerate
IncreaseAI is accelerating
every point in the campaign &
content development,
production & optimization
process.

12. Time to pack AI into your
Marketing process.
Image courtesy of Midjouney:
https://www.midjourney.com/explore?tab=hot&user_id=ff3c12d5- b8c7-4f28-bae0-5aafe243c8c9

13. 13
The good news… you’re not far behind.

14. Where and how is Gen AI helping
impact content & creative development?

15. DEEPER
INSIGHTS

16. 16 | Copyright © 2017 Deloitte Development LLC. All rights reserved.
16
It’s important to distinguish between being
Data Informed & Data Optimized.
Data Informed
Data Optimized
Who What Why Where When How
Optimize Optimize
INSIGHTS DECISIONS
Optimize

17. 17 | Copyright © 2017 Deloitte Development LLC. All rights reserved.
17
But with Gen AI now more than ever…
Data Informed
Problem
recognition
Information
search
Alternative
evaluation
Purchase decision
Postpurchase
evaluation
Stages in the consumers decision-making process
Relevant internal psychological processes
Motivation Perception
Attitude
formation
Integration Learning
GEN AI
Predictive
Analytics
Who What Why Where When How
Optimize Optimize
INSIGHTS
Optimize
Data Optimized
DECISIONS

18. 18 | Copyright © 2017 Deloitte Development LLC. All rights reserved.
18
The Key is to be Data-Informed
at the Development phase.
Data Informed
Problem
recognition
Information
search
Alternative
evaluation
Purchase decision
Postpurchase
evaluation
Stages in the consumers decision-making process
Relevant internal psychological processes
Motivation Perception
Attitude
formation
Integration Learning
AI Predictive
Analytics
Who What Why Where When How
Optimize Optimize
INSIGHTS DATA
Then Data-Driven
at the Channel & Optimization phase.
Optimize
Data Optimized

19. 19
https://www.youtube.com/watch?v=36EuZXtAGlI

20. CONTENT AT THE SPEED OF CONVERSATION:
5 ways to
START
making
STUFF

21. 5 Areas of Gen AI Content Acceleration:
1> Gen AI Concept Ideation
“You are an expert in Travel Advertising.
Generate 25 Clever Headlines for travelers
considering a trip to Calistoga, CA.”
21
Jumpstarting ideation, name
generation, package development,
event and promotion themes,
generating campaign and content
topics, themes, and features.
Created by GPT-4 from OpenAI®

22. Instant ability to output copy of all kinds
from blog posts, to social content, email
copy, and virtually every form of text-
based content –
just be sure to fact check
!
22
5 Areas of Content & Creative Acceleration:
2 > Gen AI Copywriting &
Content Creation

23. 5 Areas of Content & Creative Acceleration
3 > Gen AI Image
Generation:
23
Quickly generate numerous forms of
images – from illustration and
painting to photography – all using
deep learning algorithms.
(Prompt: California, Images generated by Midjourney®)

24. 24
https://youtube.com/watch?v=DvBRj--sUMU

25. 25
Allows creatives to imagine,
create and automate video
storytelling - combining still
photos, images, text, sound,
and motion together to tell
brand stories, and create
characters and content at the
speed of culture and social
conversation. (Sora®)
5 Areas of Content & Creative Acceleration:
4 > Storytelling – Gen AI Text to Video Generation
https://www.youtube.com/watch?v=V1KG4pzhMTg

26. 26
Will allow Guest Experience and
Cx Platform owners to go from
text-based SMS bubble chatbots
to lifelike customer service
avatars. Meta has already
licensed celebrity characters,
voices and likenesses.
5 Areas of Content & Creative Acceleration
5 > Gen AI Video Chatbot Generation:

27. From 26% early adopters in
2023, to over 70% of
marketers plan to integrate
Gen AI Tools into their
Content workflow in 2024.
27
Is it time to get started?

28. 28
The good news… you’re not far behind.

29. GO START
making
STUFF

30. DOWNLOAD OUR
PLAYBOOK:
Find out more :
www.upperight.com/ana-genai-
playbook
For much more on GenAI…
[email protected]

31. Thank You…
Questions?
Content at the Speed of Conversation
How Generative AI is accelerating content to
commerce opportunities.
Alan Schulman
Managing Partner, Chief Experience Officer